Dakasi Food Poisoning PR Case_Tapawan

8/10/2019 Dakasi Food Poisoning PR Case_Tapawan

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DAKASI FOOD POISONING

A Prelim Output Presented to

Mr. Marco M. Polo

In partial fulfillment of the Requirements inCOME 134 Public Relations Management

By

NIA PAULINE L. TAPAWAN


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Abstract

Dakasi is a tea house originated in Taiwan in 1990 and is tremendously known in China

and Southeast Asia. It believes in the principle that customer first and service first which

lead to the recognition of the company in different sectors. The food poisoning case started in

September 26, 2013 as more or less 50 people were rushed to the hospital after they ordered

Dakasi products in Iloilo City and left one (1) man dead as assume that it was because of the

incident. According to the Food and Drug Administration (FDA), 6 out of the 17 ingredients

used by the Dakasi Tea House are said to be positive for E. coli, coliform, salmonella, and molds

and yeast. Dakasi Philippines spokesperson and legal counsel Atty. Margarita Gutierrez said

that they are aware of the preliminary results but choose not to comment and instead assured theIlocano that Dakasi Philippines is committed to see the incident until the end. They also agreed

to close the establishment temporarily and cooperated on the local health authorities.


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TABLE OF CONTENTS

I.

Abstract 1

II. Dakasi Company Background 3

III. Dakasi Food Poisoning Case 4

i. Case Study/ Incident 4

ii. Public Relations Approach 4

IV.

Page Principles Application 7

i. Tell the truth 7

ii. Prove it with action 8

iii. Listen to the customer 8

iv. Manage for tomorrow 9

v. Conduct public relations as if the 9

whole company depends on it

vi. Realized a companys true character is 9expressed by its people

vii. Remain calm, patient and good-humored 10

V. References 11


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DAKASI COMPANY BACKGROUND

Dakasi, known for its Taiwanese style and variety of flavored tea, started in Taiwan in1990. It was followed by the opening of its several branches in China and Southeast Asia. ThePhilippine branch was open through the efforts of the brands chief operating officer in thecountry, Aldrich Kho, and his partners.

Dakasi Philippines, which aims to develop nationwide chain of gourmet drinks, upholdsthe business idea of quality, constant advancement and innovation with a goal to attain 100%consumer satisfaction and an increase on the economic efficiency of the business. The companyalso believes in the principle of customer first and service first which enables them to be

considered as one of the influential brands of tea drink enterprise.

Every innovation and flavor offered by the tea drink enterprise is made through thenotion of making a special drink for a dear friend or a special love-one to try. They also usedundifferentiated and individual marketing strategy that upholds the common ones are greaterthan the different ones. They also deliver to shake only upon order as one of its promises tothe consumers.


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DAKASI FOOD POISONING CASE

Case Study/ Incident

The case was a combination of a crisis communication and reputation management typethat deals with the food poisoning happened in Dakasi Iloilo branch. The case took place inSeptember 26, 2013 as more or less 50 individuals were sent to the hospital after accumulating aDakasi product. A 27-year old man was also reported dead as people accused that it is becauseon the incident happened.

The food poisoning was said to be caused by the presence of Salmonella and other microbacteria on the product which caused fever, diarrhea, vomiting and urinary tract infection to theconsumers. Food and Drug Administration of the Philippines (FDA) conducted a microbial teston the ingredients used by the Dakasi Tea House, which resulted to six (6) out of 17 ingredientshad taken as positive in E. coli, coliform, salmonella, and molds and yeast.

The incident had led to the temporary close of the branch as the Iloilo Health Officerecommended the revocation of the business permit of Dakasi Tea House, where the incidentoccurred.

Public Relations Approach

After the incident, Dakasi Philippines spokesperson and legal counsel Atty. Margarita

Gutierrez requested the public to wait for the final results of the test before coming to aconclusion. At that time, the results are not yet definite, which the enterprise constantly statedbefore giving their statements about the incident.

Atty. Gutierrez also stated that the company is aware of the preliminary results of thelaboratory test. However, they choose not to state any comment but instead give the Ilonggoconsumers an assurance that the company will enable to handle it and take future actions untilthe end. As they stated, Dakasi Philippines is committed to see this controversy until the end.

Furthermore, the spokesperson stated that safety and the quality of their products are theirpriority as they always follow the safety standards. Dakasi also agreed to close the branchtemporarily and continue to cooperate on the local authorities about the matters.

Meanwhile, the owner of the milk tea shop in Iloilo stated that "We are truly sorry to hearabout these unfortunate incidents. It is premature to make any conclusions at this moment,however please be assured that we have always put our customers' satisfaction and well-being asour #1 priority. Right now the Department of Health and the city health office are alreadyconducting an official investigation. We will be cooperative, and send everyone an update oncewe have it".

Dakasi Philippines also posted on their Twitter account the results of the quality controltest on the ingredients:


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(The photo showed that the pearls are negative in Maleic Acid, a food additive that when intakecan cause kidney failure.)

Dakasi Philippines also posted their official statement on their website including theresults of the quality control test done on the ingredients taken in their product.


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On their website, www.dakasiphil.com, they stated that:

To all our loyal customers,

We are deeply saddened by the test results released by the Food and Drugs Associationas well as the decision of Iloilo City Mayor Jed Patrick Mabilog to unilaterally revoke the

business permit of our store based on the said results.

While we fully respect the FDA and the decision of the Honorable Mayor, we are in theprocess of addressing some pressing concerns with respect to this controversy. We will make the

announcement in due time. Rest assured, however, that in all actions undertaken, we will betransparent and forthright in all our actions and pronouncements.

Consequently, we would like to bring to the attention of everyone the test results of arespected and trusted testing company, Qualibet Testing Services Corporation, that conducted

the examination on the said products of our store shortly after this issue came out.

A test performed by SEAFDEC, which were made in the presence of the Iloilo CityHealth Office and members of the media, showed that all our products are fit for consumption.

We are attaching a copy of the test results for the perusal of everyone.

(Photo attachments-results of the quality control test)

Despite this controversy, Dakasi remains committed in bringing to our valued and loyal

customers the best-tasting milk tea products in the market through our strict safety and qualitystandards.

Lastly we would like to thank you for your continued patronage of our products. We are

as much as interested as you are in seeking the truth in this controversy. We will not stop untilwe have attained it. Thank you all for your understanding.

Dakasi Philippines

On the other hand, the relative of the 27-year old man who was reported dead because ofthe incident stated on her Facebook account that it was because of the negligence andcarelessness of the health professionals at a private hospital and not primarily because of themilk tea from Dakasi.


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PAGE PRINCIPLES APPLICATION

1. Tell the truth

Dakasi Philippines at first do not want to state any comment regarding the incident as it isonly preliminaries. However, after the test and the results of the quality control on theingredients have been released, the company posted its verification on its social media accountsand official website in order to be transparent to their consumers.

Screenshots of the results was attached to their statements to answer the queries andallegations of the public on the incident.

The test was done by Qualibet Testing Services Corporation after the incident came out.On the other hand, another laboratory test was done through SEAFDEC in the presence of theIloilo Health Office and members from the media. Both results and verification showed that allDakasi products are fit for consumption.


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Dakasi Philippines despite of the verifications should also include testimonials amongtheir consumers involved in order to support their claims on the incident. Also, it will sustainanswers to the questions of the public with regards to their safety and services.

2. Prove it with action

Dakasi Philippines cooperated on the local health authorities as well as the local officialsin taking action with the incident. They also agreed to temporarily close the branch.

However, the company promised their consumers that they are committed to see theincident until the end. Also, the outlet will always follow the safety standards as stated by thespokesperson of Dakasi Philippines.

After the incident, the company should provide nutrition facts or ingredients placed ontheir products or beverages in order to support their high standard of quality and safety on theirproducts.

3. Listen to the customers

They answer the allegations and listen to their customers through the utilization of theirsocial media accounts as mostly of their consumers are into it. Also, they used their officialwebsite in answering queries and knowing the insights of the public about their product and theircompany as well in relation to the incident and to their services.


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(Comment box on their website)

Dakasi should be active on their social media accounts and be visible in all forms as ithelps them engage more suggestions and queries among their consumers.

4. Manage for tomorrow

Dakasi held their own test in the presence of media and health office of Iloilo to get rid ofthe allegations with regards to the incident. What the company did was more of verifications andcontrol on the effect of the food poisoning to the company.

Furthermore, they keep a promise to the consumers that they will observe high standardof quality and safety on their products. It can be seen on the statements they posted on theirwebsite as well as on the media.

5. Conduct public relations as if the whole company depends on it

Dakasi Philippines protects the company against the allegations about the incidentthrough their transparency on their statements in media and on their social media accounts aswell as website. They also increase their supporting measures through test results and scientificexaminations.

Right after the incident they also make themselves visible to the media to give their sideof story against the crisis.

6. Realize a companys true character is expressed by its people

Dakasi Philippines upholds its principle of customer first and service first. With that

they aim to attain 100% satisfaction among their consumers.

They think that people are the center of their service. Likewise, the company creates itsvariety of beverages on the basis of the close ties of people among others.


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7. Remain calm, patient and good-humored

Although the branch has been requested to close and be observed by the local healthoffice of Iloilo, Dakasi Philippines agreed and cooperated to the officials.

They also recognize the weight of the incident which led them to wait for the final results

rather than strengthening their defense on the said allegations. Likewise, they chose not to sayany comment with regards to the matter until the end result of the investigation is done.

Meanwhile, they entertain reporters with regards to transparency about the incident andremain to be at peace in maintaining their high standard of service among their consumers.


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REFERENCES:

http://www.iloilometropolitantimes.com/dakasi-awaits-lab-tests/

http://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasi-tea-poisoning

http://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1-downed-9-iloilo

http://www.dakasiphil.com/our-official-statement-regarding-dakasi-iloilo/

http://dakasiterminalrep.blogspot.com/

http://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloilo-shut-down-amid-complaints-of-food-poisoning
http://www.iloilometropolitantimes.com/dakasi-awaits-lab-tests/http://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasi-tea-poisoninghttp://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasi-tea-poisoninghttp://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1-downed-9-iloilohttp://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1-downed-9-iloilohttp://www.dakasiphil.com/our-official-statement-regarding-dakasi-iloilo/http://dakasiterminalrep.blogspot.com/http://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloilo-shut-down-amid-complaints-of-food-poisoninghttp://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloilo-shut-down-amid-complaints-of-food-poisoninghttp://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloilo-shut-down-amid-complaints-of-food-poisoninghttp://www.gmanetwork.com/news/story/328448/news/regions/milk-tea-shop-in-iloilo-shut-down-amid-complaints-of-food-poisoninghttp://dakasiterminalrep.blogspot.com/http://www.dakasiphil.com/our-official-statement-regarding-dakasi-iloilo/http://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1-downed-9-iloilohttp://www.abs-cbnnews.com/nation/regions/12/07/13/e-coli-found-milk-tea-killed-1-downed-9-iloilohttp://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasi-tea-poisoninghttp://www.thedailyguardian.net/index.php/local-news/34664-salmonella-caused-dakasi-tea-poisoninghttp://www.iloilometropolitantimes.com/dakasi-awaits-lab-tests/

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Dakasi Food Poisoning PR Case_Tapawan